Energising Lives for a Better World

Oct 2. 2017 · 2 min read

DONG Energy has transformed from an energy company based on coal and oil into a global leader in renewable energy. With a new vision and name, Ørsted aims to create a world that runs entirely on green energy.

For the last two years, Kontrapunkt and Ørsted have worked closely together to develop and implement the new brand identity. Now, the hard work finally comes to light.

“We are very proud of the collaboration with Ørsted and the final result. Ørsted is an inventive, optimistic, and brave brand that redefines how companies within the energy sector brand themselves," Helene Øllgaard, Senior Project Manager & Business Area Manager at Kontrapunkt, comments on the big announcement.

Strong Danish values on every touch point

Named after the famous Danish scientist H.C. Ørsted, the new brand is rooted in Danish values and draws visual inspiration from the functionalism in The Nordic countries in the 1930’s.

In close collaboration with the internal design department at Ørsted, Kontrapunkt has developed design elements on every touch point for a complete brand experience. Bo Linnemann, Executive Design Director & Founding Partner at Kontrapunkt, explains: “The focal point for the brand design is not energy but life. Thus, all design elements - from the customised typeface to colours, pictures, the living design element lifestream and the sound of the new Ørsted - are human-like and seamlessly reflect the Ørsted brand in different contexts.